EXCLUSIVE - GLOBAL: Heineken throws weight behind Desperados

Heineken has confirmed that it has targeted the Desperados brand for a major push, including releasing it outside of Europe for the first time.

The Tequila-flavoured beer, which is already sold in the UK, France, Germany Poland and the Netherlands, is currently being rolled out in Russia. “The rollout is definitely accelerating,” a Heineken spokesperson told just-drinks earlier today (20 June).

“If you're really serious about a brand, like we are with Desperados, then you want to have it in house because you have more control and you make more money out of it down the road,” the spokesperson said.

The brand was first launched in France in 1995. Last year, total volumes grew by 26%, according to Heineken, and earlier this year the brewer launched an online marketing campaign to support the brand across all markets.